The campaign centers on the idea that just like rugged OtterBox cases, the otter (the brand's mascot, whose name is Ollie) is unapologetically overprotective. In other words, he's always on high alert to keep Manning safe now that he's retired and doesn't have a massive linesman to protect him. There's a local connection: former Denver Bronco Manning is already an official spokesperson for Colorado-based OtterBox, while Crispin Porter & Bogusky's Boulder office created the campaign.

Brigg Bloomquist of Bob Industries directed the spots, which will stream across YouTube, Facebook, Yahoo fantasy sports and football sites, and air during the CBS Thursday Night Football digital pre-game shows.